Some Burger King franchises had broken the rule of no burgers before 10:00 or 10:30 a.m., BurgerBusiness.com reported, but the new Burgers at Breakfast program allows all locations to serve up Whoppers, cheesburgers and chicken sandwiches at the crack of dawn.

Some 5,000 Burger King stores nationwide have signed up for the program, BurgerBusiness reported, though not all will roll it out at once.

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The food website also said that last year McDonald's began offering some breakfast items at midnight, adding a twist to the increased customer spending and company offerings on the morning meal.